Creative juices

Interested to read this morning that our University of Creation (see reference 1) had so little confidence in the power of their own creative juices that they hired an image building partnership to knock up their new logo.

The old, part of which is still visible in this shot from their web site (lower right), was a bit dull, but it was decent enough, while I thought, at first take anyway, that the new (upper left) was a bit naff.

But I have now taken a peek at how it is used in the website, and I was rather taken with the video they have created. The new logo works well as part of an animated presentation. Pity it does not do so well on a letter head, but perhaps nobody much in the arty world writes letters these days. Pity also that the whizzy technology underpinning the video seems to have broken my Window 8, sold as unbreakable.

Judging by the article, there seems to be plenty of dissent about the new logo on the Epsom Campus, so maybe the whole new logo saga will be built into a fine new course unit about building & selling brands, with particular focus on the need to sell new brands to the workers in the enterprises being so branded. A course which could be very self-referential, very up itself and very much in the fashion of all that is best in contemporary art.

Read all about it on the web site or, if you prefer paper, in this week's free Guardian.

Reference 1: http://www.ucreative.ac.uk/.